Abstract

The media play a very influential role in our perceptions of our political leaders, irrespective of where in the world they appear. Since the latter part of the twentieth century, our leaders’ personalities came to play an increasing role in their appeal, in particularly their gendered performances. As Barack Obama’s presidency draws to the end of its second term, this paper will examine the representation of his persona in the context of the election in 2008 when he became the first Black US president. Much has been written of him being the first Black president of the USA, however, if we explore his campaign through a gendered lens, we can see that he is equally revolutionary. This contrasts with the gendered construction of male political leaders in other parts of the world, particularly that of Vladimir Putin in Russia. Building on work carried out in relation to the mediatisation and personalisation of politics in the last 50 years,this article shows how gendered performances can be seen to mirror changes in society.